HMD Global | Nokia

hmd global


HMD Global establishes innovative online portal to deliver
Nokia handsets and accessories to customers around the world

Growth Story:

  • 188% monthly increase in online sales since portal launch
  • 73% growth in customer numbers

“We needed to rapidly establish the ability for us to sell directly to our user base. Thanks to Marketplacer, we were able to complete a headless integration that allows us to offer online retail capabilities through the Nokia.com website. From a standing start, everything was up and running in just nine weeks.”
– Johan Palsson Head of Marketing ANZ and PI


Taking Nokia to the world

Established in December 2016, HMD Global has exclusive licencing rights to market and sell Nokia mobile phones, tablets and accessories throughout the world. With headquarters in Espoo, Finland, the company has a staff of more than 1000 people who supply mobile handsets and tablets computers to consumers and business users. The company’s annual revenue is now more than 1.7 billion Euros.

Business Challenge:

Target audience
Since the 1990s, Nokia has been a global provider of telecommunications equipment and is well known for its range of mobile handsets. In 2013, the company sold its mobile and devices division to Microsoft and, in 2016, sold its Nokia brand feature phone business to HMD Global. The company currently has a long-term licencing deal with HMD Global.

Project challenges
Until 2020, the only way for customers to source a Nokia phone online was to visit the company’s Nokia.com website. From there they were guided to a reseller in their region who was able to complete the transaction. A very traditional distribution to retailer model.

  • HMD Global wanted to establish a more direct relationship with customers and offer them a way to purchase handsets online directly from the company and establish a customer contact and lifecycle strategy
  • The firm lacked the capability to fulfil orders and process payments through its Nokia.com website
  • The COVID-19 pandemic highlighted the challenges the company faced regarding online order processing and so a solution to the challenge needed to be quickly found


Globally, Nokia took a decision in early 2020 to deploy the BigCommerce ecommerce platform to support online sales, however, this could not be deployed in the Asia-Pacific region until much later that year.   As a result, local management began the search for an alternative and after deciding not to build the platform using internal resources, they decided to deploy Marketplacer.

  • Once the contract was signed, Marketplacer was fully deployed in just nine weeks
  • Integration was completed by HMD Global’s internal IT team working alongside Marketplacer. No additional external assistance was required
  • Customers visiting Nokia.com can now place orders and make payments directly through the site with Marketplacer supporting all back-end activity
  • Nokia now has a direct relationship with customers and can encourage additional future purchases and sell exclusive audio and accessories to its customers

HMD Global Marketplace Results:

Since going live in early 2020, the Marketplacer-powered Nokia online store has generated an uplift in sales by more than 180% in online sales monthly. The site is also offering exclusive product bundles that are not available through any other retail channel.

  • Customers can order through Nokia.com and have their purchase delivered for free
  • All order and payment processing is completed by the Marketplacer platform
  • The next phase of project will involve linking the site to other Marketplacer users including department store Myer, supermarket Woolworths, and eBay.
  • A third phase will involve turning on ‘extended isle’ capabilities that will enable Nokia to offer a much broader range of products from other vendors through the Nokia.com website
  • All devices sold through the site are held in warehouses by partner Ingram Micro who is responsible for order fulfilment

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